Federico Mancin - Community Management

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YDL Milano || May 23rd + 24th

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Federico Mancin - Community Management

  1. 1. Ges$re  le  community  su  Facebook  Cosa,  quando  e  come  dirlo  
  2. 2. BRAND  COMMUNITY  Sono  ben  8  milioni  gli  italiani  che  si  relazionano  con  le  community  legate  a  brand  o  aziende  e  1  milione  e  mezzo  di  loro  vi  fa  visita  quo$dianamente.  Il  57%  degli  uten.  Facebook  (più  di  23  milioni  in  Italia  –  socialbakers.com/Marzo  ‘13)  è  fan  di  almeno  una  fanpage  di  un  brand,  con  un  numero  medio  di  40  fanpage  per  ogni  utente.  
  3. 3. 0,5%  propor>on  of  fans  talking  about  a  brand  on  Facebook  
  4. 4. People  don’t  have  a  rela>onship  with  your  brand  The  big  majority  of  consumers…have  mul>ple  partners  72%  of  Pepsi  Drinker  also  like  Coca-­‐Cola  
  5. 5. SO…WHAT?  
  6. 6. SO  WHAT?  This  must  not  depress  or  surprise  but  INSPIRE  us  FOR  OUR  MISSION  
  7. 7. WHAT  MISSION?  BE  A  PART  OF  WHAT  PEOPLE  ARE  INTERESTED  IN  
  8. 8. …IT  ALSO  MEANS:  GIVE  MORE  THAN  YOU  TAKE  
  9. 9. ..AND:  TAKE  A  POSITION,  NOT  ONLY  «A  POSITIONING»  
  10. 10. JUST  MOVE  ME,  DUDE  (Dan  Wieden)  
  11. 11. 1.  Defining  a  REASON  WHY  DRAW  YOUR  ROADMAP  
  12. 12. WHY   HOW   WHAT  1.  Defining  a  REASON  WHY  
  13. 13. 1.  Defining  Your  OBJECTIVES  2.  Defining  your  LANDSCAPES    DRAW  YOUR  ROADMAP  
  14. 14. KILLER  QUESTIONS  1.  What  is  your  strategic  business  objec>ve?  2.  What  are  the  challenges  in  your  category?  3.  What  do  you  want  to  be  known  for?  4.  Who  are  you  targe>ng?  5.  What  is  the  compe>>on  doing?  5  2.  Defining  your  landscapes  
  15. 15. 1.  Defining  Your  OBJECTIVES  2.  Defining  your  LANDSCAPES  3.  Understanding  Your  TARGET  DRAW  YOUR  ROADMAP  
  16. 16. From  knowing  yourself…  BRAND  …to  knowing  your  audience  TARGET  The  real  story  is  in  the  middle.  3.  Knowing  your  target  
  17. 17. 1.  Defining  Your  OBJECTIVES  2.  Defining  your  LANDSCAPES  3.  Understanding  Your  TARGET  4.  Thinking  like  a  PUBLISHER  DRAW  YOUR  ROADMAP  
  18. 18. 4.  Think  like  a  publisher  PLAN  
  19. 19. PLAN  content  calendar  
  20. 20. 4.  Think  like  a  publisher  PLAN  IMPROVISE  
  21. 21. IMPROVISE  
  22. 22. IMPROVISE  
  23. 23. 4.  Think  like  a  publisher  PLAN  IMPROVISE  MANAGE  
  24. 24. MANAGE  NETIQUETTE  ISSUE  MANAGEMENT  TOOLS  TEAM/FLOW  DEFINITION  Q&A   BLOCKLIST  
  25. 25. 1.  Defining  Your  OBJECTIVES  2.  Defining  your  LANDSCAPES  3.  Understanding  Your  TARGET  4.  Thinking  like  a  PUBLISHER  5.  Being  MEASURABLE  DRAW  YOUR  ROADMAP  
  26. 26. MANAGE  NUMBER  OF  FANS  /  FANS  GROWTH  ENGAGEMENT  RATE  (Interac>ons  /  Total  Reach)  SENTIMENT  
  27. 27. TO  SUM  UP  ACCEPT  THE  CHALLENGE  PREPARE  YOURSELF  ..and  keep  yourself  updated!  ENJOY!  
  28. 28. Ges$re  le  community  su  Facebook  Cosa,  quando  e  come  dirlo    Federico  Mancin  TW:  @federico_mancin  

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